AKSEPTASI FASILITAS ELECTRONIC TICKETING: STUDI PADA KONSUMEN MASKAPAI PENERBANGAN INDONESIA
ANNISA (Pembimbing: Didi Achjari, Dr., M.Com), Didi Achjari, Dr., M.Com
Maskapai penerbangan perlu mengembangkan fasilitas electronic ticketing (e-ticketing) menggunakan world wide web (www) mengingat semakin tingginya penggunaan Internet. Penelitian ini menganalisis akseptasi fasilitas e-ticketing pada objek penelitian yaitu konsumen maskapai penerbangan Indonesia, dengan tujuan menemukan bukti empiris mengenai adanya pengaruh Perceived Usefulness (U), Perceived Ease of Use (EU), Perceived Enjoyment (E), Information on E-Ticketing (I), Security and Privacy (SP), dan Quality of Internet Connection (QIC) terhadap akseptasi konsumen maskapai penerbangan Indonesia dengan menggunakan Technology Acceptance Model (TAM). Penelitian ini mengolah data primer yang dikumpulkan dengan instrumen kuesioner.
Terdapat enam hipotesis yang diuji dengan regresi linier berganda dan menghasilkan kesimpulan bahwa Perceived Usefulness, Security and Privacy, dan Information on E-Ticketing memiliki pengaruh yang signifikan terhadap akseptasi fasilitas e-ticketing. Perceived Ease of Use dan Perceived Enjoyment tidak berpengaruh secara signifikan terhadap akseptasi fasilitas e-ticketing karena konsumen menggunakan fasilitas e-ticketing bukan karena kemudahan penggunaan atau kesenangan yang didapatkan ketika menggunakannya, tetapi karena merasa membutuhkannya yaitu untuk keperluan perjalanan udara. Quality of Internet Connection juga tidak berpengaruh signifikan karena Internet yang digunakan oleh sebagai besar konsumen memiliki kualitas yang relatif sama.
Airlines nowadays need to enhance electronic ticketing (e-ticketing) facility using the world wide web (www) regarding the massive increase of Internet use. This research analyzes the e-ticketing facility acceptance on the research object, Indonesian airlinesÂ’ consumer. The objective is to find proof whether Perceived Usefulness (U), Perceived Ease of Use (EU), Perceived Enjoyment (E), Information on E-Ticketing (I), Security and Privacy (SP), and Quality of Internet Connection (QIC) significantly effect the consumer acceptance of e-ticketing facility in the light of the Technology Acceptance Model. The research is using primary data collected using questionnaire.
A multiple linear regression is run to test six hypothesizes and resulting that Perceived Usefulness, Security and Privacy, and Information on E-Ticketing significantly effect the consumer acceptance of e-ticketing facility. Perceived Ease of Use and Perceived Enjoyment do not have significant effect to the acceptance because consumer use the facility not because of its ease of use or the enjoyment obtained from using it, but because of their need to travel. Quality of Internet Connection does not significantly effect the e-ticketing facility also due to the similar quality of Internet used by most consumer.
Kata Kunci : electronic ticketing, e-ticketing, consumer acceptance, Technology Acceptance Model, akseptasi fasilitas e-ticketing
